Net Perceptions Launches Personalization Network
The network packages four services: the Intelligence Channel, Web Recommendation Channel, Customer Acquisition Channel and E-mail Channel.
The Intelligence Channel functions as the backbone. This database collects information regarding what products consumers purchase as well as other key metrics.
The Web Recommendation Channel features Net Perceptions' bread and butter, its collaborative filtering technology. The technology analyzes individuals' past purchases, Web site click throughs and other data. It offers a product based on this information.
The Customer Acquisition Channel offers targeted content to first-time visitors using the Angara Converter. Angara, Mountain View, CA, uses anonymous cookie-based profiles to identify new visitors to Web sites. The service classifies users into a defined market segment, allowing the sites to better target information, products and services. It has partnerships with database providers, such as Naviant Inc., to provide online demographic and geographic data.
The E-mail Channel provides an e-mail delivery system. It partnered with Xchange Inc., Boston, in June to provide this service.
The integrated network will allow companies to market in a streamlined fashion, according to Brad Miller, general manager of the Personalization Network at Net Perceptions, Minneapolis.
Companies are looking for a complete solution because they have realized that they are "running a business, not just a Web site," Miller said. "The industry is maturing. You've got to be there to provide the solutions the industry is maturing to, and you have to do it in an integrated way. Everyone that had a piece of the puzzle is moving toward an integrated solution."